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image vs. icon pt.2

Starting up a new Facebook campaign for an author client of mine. Going to go for round two of the image vs. icon theory that I have developed for Facebook ads.

If you missed my first posting, I hypothesized that icons may do better in attracting attention and boosting CTRs than a traditional image due to image fatigue on Facebook.

So here is the setup:

3 sets of A/B ads, one with an icon, the other with an image. The copy will change slightly between them, but the general tone will be the same. One set will be a national campaign to generate fans for the client’s person page, the other two will be limited to geographic locations, in the Northeast and the Mid-Atlantic region. I’ll be reporting on each of the ad’s performance and the loser after 10 days will be dropped. Stay tuned for the numbers!


Creative Face-off (A/B testing results):

The ads are performing remarkably well, and of course, the results are inconclusive about what is drawing more attention. A well-shot (thanks) photo of the author for the fan page is going like gangbusters and beat out a graphic of the book.

A graphic of a skull rising in the Carribean beat out a picture of a nuclear explosion for the ad meant to get people to the main brand site to buy books.

Change in strategy:

Originally, the book ads were concentrated in geographic locations known for sailing. We targeted the area around Providence, RI and Annapolis, MD. While the ads performed fairly well, we noticed a high bounce rate on the landing page.  We’re pretty sure that the landing page is not the problem, since there is only two CTAs on the page. We traded demographic segmentation for behavioral segmentation.

We re-aligned the ad to the same population as the fan acquisition ad and so far, CTR is improved and visitors are responding better to the CTAs on the landing page. Hopefully those hits will turn into sales, but there, only time will tell. Stay tuned!